HALLOWEEN 2021 - Traffic Safety Marketing
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SOCIAL MEDIA PLAYBOOK HALLOWEEN 2021
How to Use This Playbook This document is a social media playbook for the 2021 Halloween period. It includes specific content and assets, along with instructions, to address drivers and encourage them to not drive impaired. The content in this playbook is designed for easy posting and seamless integration into your current social media strategy. Your efforts throughout the year may help save lives. 2021 Halloween Social Media Playbook 2 of 21
Table of Contents Campaign Overview 4 ¾ Campaign Summary 4 ¾ Objectives 4 ¾ Posting Strategy 5 Social Media Content 6 ¾ Content Organization 7 ¾ Post Examples 8 ¾ Sizes Available 9 ¾ Content 11 NHTSA Contact 21 2021 Halloween Social Media Playbook 3 of 21
Campaign Overview Campaign Summary While impaired driving is a significant danger on the road year-round, the Halloween period is particularly deadly. From 2014 to 2018, approximately two out of every five motor vehicle fatalities during the Halloween period (6:00 p.m. October 31 to 5:59 a.m. November 1) were alcohol-impaired driving crashes. The goal of the Halloween campaign is to encourage positive behaviors like designating a sober driver, calling a ride share and ultimately not driving under the influence while celebrating. Objectives ¾ Motivate drivers to not drive while impaired by alcohol or drugs ¾ Encourage the positive behaviors that can replace driving impaired ¾ Promote awareness of fatality data from the Halloween period 2021 Halloween Social Media Playbook 4 of 21
Posting Strategy Halloween falls on a Sunday this year, which makes posting in the days leading up to and throughout the weekend incredibly important since there are likely to be celebrations on multiple nights. Below are some relevant hashtags to use when posting about the campaign to tap into conversations around Halloween: ¾ #Halloween ¾ #HappyHalloween ¾ #TrickorTreat ¾ #BuzzedDriving ¾ #IfYouFeelDifferentYouDriveDifferent 2021 Halloween Social Media Playbook 5 of 21
Facebook/Instagram Social Media Content This section contains shareable social media content for the Halloween campaign. Provided on pages 11-20 are downloadable graphics with accompanying posts that you can use or use as inspiration when sharing on your social media channels. Twitter On the left are two sample social media posts: one for Instagram and Facebook, using a square-shaped graphic, and one for Twitter, using a rectangular graphic. 2021 Halloween Social Media Playbook 6 of 21
Content Organization The social media content is organized into sections based on creative concept and message. Both English and Spanish versions are provided for this campaign. On the following pages, you will see additional graphics and post examples in a English variety of sizes for the campaign. Be sure to ¾ Last Chance—Alcohol: pg. 11 consider which social media platform your ¾ Spirits—Alcohol: pg. 12 target audience typically uses when you ¾ Last Chance—Drug: pg. 13 ¾ Spirits—Drug: pg. 14 choose the graphics and post content. Also, take into consideration that most people Spanish use mobile phones when checking their ¾ Payaso—Alcohol: pg. 15 social media accounts. The graphics in this ¾ Payaso—Drug: pg. 18 playbook are optimized for mobile platforms. 2021 Halloween Social Media Playbook 7 of 21
Post Examples Here is an example of how posts should look when published. Suggested copy from 1 this playbook. Downloaded graphic from 2 trafficsafetymarketing.gov. Facebook 2021 Halloween Social Media Playbook 8 of 21
Sizes Available Social media graphic sizes vary across the ever-changing Facebook/Instagram Posts Facebook/Instagram Stories social media platforms. In this playbook, we included 1200x1200 (square) 1080x1920 (vertical) different sizes based on suggested industry standards and best practices. Most graphics are available as animated versions on the trafficsafetymarketing.gov website. Facebook/Instagram Posts 1000x1200 (vertical) Twitter Posts 1200x675 2021 Halloween Social Media Playbook 9 of 21
Animation vs. Static Alongside the static graphics you see in this playbook, NHTSA also offers animated versions of most campaign assets in the same sizes. According to social media experts, posts with an animated graphic see 55% more engagement than those without and often generate 1,200% more shares than text and static images combined. (Source: Social Media Today) Animated graphics are uploaded to social platforms in the same way as static versions. Follow the step-by-step instructions provided by the platform during the upload process to easily incorporate animated graphics after downloading them from trafficsafetymarketing.gov. 2021 Halloween Social Media Playbook 10 of 21
Last Chance—Alcohol STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Last Chance” graphic below Copy/paste one of the suggested posts below. at: Traffic Safety Marketing ¾ Leave the scares to haunted houses ️, spooky music , and frightening movies! Don’t get behind the wheel after drinking – it’s dangerous and deadly. #BuzzedDriving is drunk driving. ¾ There is nothing more frightening than a drunk driver! On average, between 2015-2019, on #Halloween night, 41% of those killed were in traffic crashes that involved at least one drunk driver. #BuzzedDriving is drunk driving. ¾ If a witch’s brew is on your menu, add a designated driver, too. Call a sober friend, taxi, or ride share to get you home safely. #BuzzedDriving is drunk driving. ¾ Coming back from the dead only happens in the movies. Never drink and drive – it’s deadly for you, your passengers, and others on the road. #BuzzedDriving is drunk driving. ¾ Don’t let your drive home become a cautionary tale. Designate a sober driver before the party. #BuzzedDriving is drunk driving. Sizes Available: Facebook/Instagram Posts 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Halloween Social Media Playbook 11 of 21
Spirits—Alcohol STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Spirits” graphic below at: Copy/paste one of the suggested posts below. Traffic Safety Marketing ¾ Halloween is full of tales about haunted houses ️, spooky music , and frightening movies. Don’t turn the scares into real life dangers by getting behind the wheel after drinking. #BuzzedDriving is drunk driving. ¾ There is nothing more frightening than a drunk driver! From 2015-2019 on Halloween night, 41% of those killed were in traffic crashes that involved at least one drunk driver. #BuzzedDriving is drunk driving. ¾ If you’re sipping a potion, drinking something boo-zy , or indulging in a witch’s brew, don’t get behind the wheel. Call a sober friend, ride share, or taxi – they’ll get you home safely and ensure your #Halloween fun doesn’t end in a nightmare . #BuzzedDriving is drunk driving. ¾ You’re no mummy, vampire, or Frankenstein – once you’re gone, there’s no coming back from the dead. You have one life – don’t waste it by driving drunk. #BuzzedDriving is drunk driving. ¾ Don’t let your drive home become a cautionary tale. It’s never safe to get behind the wheel after drinking. Designate a sober driver before the party. #BuzzedDriving is drunk driving. Sizes Available: Facebook/Instagram Posts 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Halloween Social Media Playbook 12 of 21
Last Chance—Drug STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Last Chance” graphic below Copy/paste one of the suggested posts below. at: Traffic Safety Marketing ¾ If tricked out treats (with a little something extra) are on your #Halloween menu, add a designated driver, too. Call a sober friend, taxi, or ride share to get you home safely. If you feel different, you drive different. #ImpairedDriving ¾ Don’t let your drive home become a cautionary tale. If you feel different, you drive different. #ImpairedDriving ¾ High, stoned, smashed, or wasted – whatever you call it, it doesn’t matter. If you’re impaired, don’t get behind the wheel. If you feel different, you drive different. #ImpairedDriving ¾ There is nothing scarier than an impaired driver! In 2018, 46% of drivers who were killed in crashes and were tested for drugs, tested positive. If you feel different, you drive different. #ImpairedDriving ¾ Leave the scares to haunted houses ️, spooky music , and frightening movies! Don’t get behind the wheel after drinking or using drugs – it’s dangerous and deadly. If you feel different, you drive different. #ImpairedDriving Sizes Available: Facebook/Instagram Posts 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Halloween Social Media Playbook 13 of 21
Spirits—Drug STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Spirits” graphic below at: Copy/paste one of the suggested posts below. Traffic Safety Marketing ¾ A good time can quickly turn into a nightmare if you, or someone you know, get behind the wheel after using drugs. Don’t let your drive home become a cautionary tale. If you feel different, you drive different. #ImpairedDriving ¾ If tricking out your treats with a little something extra is on your menu this #Halloween, remember to make a plan for a safe trip home, too. Call a sober friend, ride share, or taxi to get you home safely. If you feel different, you drive different. #ImpairedDriving ¾ There is nothing scarier than an impaired driver! In 2018, 46% of drivers who were killed in crashes and were tested for drugs, tested positive. If you feel different, you drive different. #ImpairedDriving ¾ Halloween is full of tales about haunted houses ️, spooky music , and frightening movies. Don’t turn the scares into real life dangers by getting behind the wheel after using drugs. If you feel different, you drive different. #ImpairedDriving ¾ You’re no mummy, vampire, or Frankenstein—once you’re gone, there’s no coming back from the dead. Don’t waste your life by driving impaired. If you feel different, you drive different. #ImpairedDriving Sizes Available: Facebook/Instagram Posts 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Halloween Social Media Playbook 14 of 21
Payaso—Alcohol Spanish STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Payaso” graphic below at: Copy/paste one of the suggested posts below. Traffic Safety Marketing ¾ ¡Deja los sustos a las casas embrujadas , música espeluznante y películas aterradoras ! No te pongas detrás del volante después de beber alcohol—es peligroso y fatal. #ManejarEntonado Es Manejar Borracho. Translation: Leave the scares to haunted houses , spooky music and frightening movies ! Don’t get behind the wheel after drinking—it’s dangerous and deadly. #BuzzedDriving is drunk driving. ¾ ¡No hay nada más aterrador que un conductor borracho! En promedio, entre 2015-2019, en la #NocheDeHalloween, el 41% de las personas que murieron en choques automovilísticos murieron en choques que involucraron al menos un conductor borracho. #ManejarEntonado Es Manejar Borracho. Translation: There is nothing more frightening than a drunk driver! On average, between 2015- 2019, on #Halloween night, 41% of those killed were in traffic crashes that involved at least one drunk driver. #BuzzedDriving is drunk driving. ¾ Si hay un brebaje de brujas en tu menú, agrega un conductor designado, también. Llama a un amigo sobrio, taxi o servicio de viaje compartido para llevarte a casa de forma segura. #ManejarEntonado Es Manejar Borracho. Translation: If a witch’s brew is on your menu, add a designated driver, too. Call a sober friend, Sizes Available: taxi, or ride share to get you home safely. #BuzzedDriving is drunk driving. Facebook/Instagram Posts ¾ Regresar a la vida después de morir solo ocurre en las películas. Nunca manejes borracho—es 1000x1200 1200x1200 fatal para ti, tus pasajeros y las otras personas en la carretera. #ManejarEntonado Es Manejar Borracho. Facebook/Instagram Stories 1080x1920 Translation: Coming back from the dead only happens in the movies. Never drink and drive— it’s deadly for you, your passengers, and others on the road. #BuzzedDriving is drunk driving. Twitter Posts 1200x675 2021 Halloween Social Media Playbook 15 of 21
Payaso—Alcohol Spanish STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Payaso” graphic below at: Copy/paste one of the suggested posts below. Traffic Safety Marketing ¾ No dejes que tu viaje a casa se convierta en un cuento con moraleja. Designa a un conductor sobrio antes de la fiesta. #ManejarEntonado Es Manejar Borracho. Translation: Don’t let your drive home become a cautionary tale. Designate a sober driver before the party. #BuzzedDriving is drunk driving. ¾ Halloween está lleno de historias sobre casas embrujadas ️, música espeluznante y películas aterradoras . No conviertas los sustos en peligros de la vida real al ponerte detrás del volante después de beber alcohol. #ManejarEntonado Es Manejar Borracho. Translation: Halloween is full of tales about haunted houses ️, spooky music , and frightening movies . Don’t turn the scares into real life dangers by getting behind the wheel after drinking. #BuzzedDriving is drunk driving. ¾ ¡No hay nada más aterrador que un conductor borracho! De 2015-2019, en la noche de Halloween, el 41% de las personas que murieron en choques automovilísticos murieron en choques que involucraron al menos un conductor borracho. #ManejarEntonado Es Manejar Borracho. Translation: There is nothing more frightening than a drunk driver! From 2015-2019 on Halloween night, 41% of those killed were in traffic crashes that involved at least one drunk driver. #BuzzedDriving is drunk driving. Sizes Available: Facebook/Instagram Posts 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Halloween Social Media Playbook 16 of 21
Payaso—Alcohol Spanish STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Payaso” graphic below at: Copy/paste one of the suggested posts below. Traffic Safety Marketing ¾ Si estás bebiendo una poción o algo alcohólico , o disfrutando de un brebaje de brujas, no te pongas detrás del volante. Llama a un amigo sobrio, servicio de viaje o un taxi—ellos te llevarán a casa de forma segura y se asegurarán de que tu diversión de #Halloween no termine en una pesadilla . #ManejarEntonado Es Manejar Borracho. Translation: If you’re sipping a potion, drinking something boo-zy , or indulging in a witch’s brew, don’t get behind the wheel. Call a sober friend, ride share, or taxi—they’ll get you home safely and ensure your #Halloween fun doesn’t end in a nightmare . #BuzzedDriving is drunk driving. ¾ Tú no eres una momia, un vampiro o Frankenstein—una vez que mueres, no hay regreso a la vida de la muerte. Tienes una sola vida—no la desperdicies manejando borracho. #ManejarEntonado Es Manejar Borracho. Translation: You’re no mummy, vampire, or Frankenstein—once you’re gone, there’s no coming back from the dead. You have one life—don’t waste it by driving drunk. #BuzzedDriving is drunk driving. ¾ No dejes que tu viaje a casa se convierta en un cuento con moraleja. Nunca es seguro ponerte detrás del volante después de beber alcohol. Designa a un conductor sobrio antes de la fiesta. #ManejarEntonado Es Manejar Borracho. Sizes Available: Translation: Don’t let your drive home become a cautionary tale. It’s never safe to get behind the wheel after drinking. Designate a sober driver before the party. #BuzzedDriving Facebook/Instagram Posts is drunk driving. 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Halloween Social Media Playbook 17 of 21
Payaso—Drug Spanish STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Payaso” graphic below at: Copy/paste one of the suggested posts below. Traffic Safety Marketing ¾ Si hay golosinas engañadas (con algo extra) en tu menú de #Halloween , agrega un conductor designado, también. Llama a un amigo sobrio, taxi o servicio de viaje compartido para llevarte a casa de forma segura. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia Translation: If tricked out treats (with a little something extra) are on your #Halloween menu, add a designated driver, too. Call a sober friend, taxi, or ride share to get you home safely. If you feel different, you drive different. #ImpairedDriving ¾ No dejes que tu viaje a casa se convierta en un cuento con moraleja. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia Translation: Don’t let your drive home become a cautionary tale. If you feel different, you drive different. #ImpairedDriving ¾ Drogado, high, ajumada o en onda—no importa como lo llames. Si estás bajo la influencia, no te pongas detrás del volante. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia Translation: High, stoned, smashed, or wasted—whatever you call it, it doesn’t matter. If you’re impaired, don’t get behind the wheel. If you feel different, you drive different. #ImpairedDriving Sizes Available: ¾ ¡No hay nada más aterrador que un conductor bajo la influencia! En 2018, el 46% de los conduct ores que murieron en choques y que fueron examinados para detectar drogas, resultaron positivos. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia Facebook/Instagram Posts 1000x1200 Translation: There is nothing scarier than an impaired driver! In 2018, 46% of drivers who 1200x1200 were killed in crashes and were tested for drugs, tested positive. If you feel different, you drive Facebook/Instagram Stories different. #ImpairedDriving 1080x1920 Twitter Posts 1200x675 2021 Halloween Social Media Playbook 18 of 21
Payaso—Drug Spanish STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Payaso” graphic below at: Copy/paste one of the suggested posts below. Traffic Safety Marketing ¾ ¡Deja los sustos en casas embrujadas ️, música espeluznante y películas aterradoras ! No te pongas detrás del volante después de beber alcohol o usar drogas—es peligroso y fatal. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia Translation: Leave the scares to haunted houses ️, spooky music , and frightening movies ! Don’t get behind the wheel after drinking or using drugs—it’s dangerous and deadly. If you feel different, you drive different. #ImpairedDriving ¾ Un buen momento puede convertirse rápidamente en una pesadilla si tú, o alguien que conoces, se pone detrás del volante después de usar drogas. No dejes que tu viaje a casa se convierta en un cuento con moraleja. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia Translation: A good time can quickly turn into a nightmare if you, or someone you know, get behind the wheel after using drugs. Don’t let your drive home become a cautionary tale. If you feel different, you drive different. #ImpairedDriving ¾ Si hay golosinas engañadas con algo extra en tu menú de este #Halloween, también recuerda hacer un plan para regresar a casa de forma segura. Llama a un amigo sobrio, taxi o servicio de viaje compartido para llevarte a casa de forma segura. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia Translation: If tricking out your treats with a little something extra is on your menu this Sizes Available: #Halloween, remember to make a plan for a safe trip home, too. Call a sober friend, ride share, or taxi to get you home safely. If you feel different, you drive different. Facebook/Instagram Posts #ImpairedDriving 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Halloween Social Media Playbook 19 of 21
Payaso—Drug Spanish STEP STEP 1 Download graphics. 2 Combine with suggested copy below or feel free to draft your own: Download the “Payaso” graphic below at: Copy/paste one of the suggested posts below. Traffic Safety Marketing ¾ ¡No hay nada más aterrador que un conductor bajo la influencia! En 2018, el 46% de los conductores que murieron en choques y que fueron examinados para detectar drogas, resultaron positivos. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia Translation: There is nothing scarier than an impaired driver! In 2018, 46% of drivers who were killed in crashes and were tested for drugs, tested positive. If you feel different, you drive different. #ImpairedDriving ¾ Halloween está lleno de historias sobre casas embrujadas ️, música espeluznante y películas aterradoras . No conviertas los sustos en peligros de la vida real al ponerte detrás del volante después de usar drogas. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia Translation: Halloween is full of tales about haunted houses ️, spooky music , and frightening movies . Don’t turn the scares into real life dangers by getting behind the wheel after using drugs. If you feel different, you drive different. #ImpairedDriving ¾ Tú no eres una momia, un vampiro o Frankenstein—una vez que mueres, no hay regreso a la vida de la muerte. No desperdicies tu vida manejando bajo la influencia. Si Te Sientes Diferente, Manejas Diferente. #ManejoBajoLaInfluencia Translation: You’re no mummy, vampire, or Frankenstein—once you’re gone, there’s no coming back from the dead. Don’t waste your life by driving impaired. If you feel different, you Sizes Available: drive different. #ImpairedDriving Facebook/Instagram Posts 1000x1200 1200x1200 Facebook/Instagram Stories 1080x1920 Twitter Posts 1200x675 2021 Halloween Social Media Playbook 20 of 21
NHTSA Contact If you have questions about the Halloween campaign, please contact Kil-Jae Hong at kil-jae.hong@dot.gov. 2021 Halloween Social Media Playbook 21 of 21
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